The tweet was retweeted seemingly endlessly, as distracted viewers turned to Twitter to figure out what was going on. The tweet is widely regarded as a classic case example of always-on, real time social media marketing.

Whether it needed 13 people to write it — and create the little graphic from Oreo's image asset archive — is another question. Some people (on Twitter) are scoffing. Copywriter Matt O'Rourke says: